The Action Catalyst
CLIP: Stand Out, Be Known
Denise Lee Yohn
Don't assume that people just get it or people know it, but write it down and make sure that it's clear on what you stand for and how you're different and better from your competition. And then from there, I think it's a matter of then ensuring that everyone who works on your brand shares that understanding and then brings that to life in their area of responsibility.
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